How to create truly creative product packaging

Product packaging is an inevitable part of the product. It not only protects the product and enables its safe delivery to the customer, but also acts as a marketing channel that can turn a potential customer into a buyer. The choice of packaging material and packaging design should be a strategic, targeted decision that will boost sales and the perception of the product being sold, as well as the brand. Even the most ordinary everyday goods can be transformed into a unique product that draws attention to its uniqueness and stands out from the crowd thanks to creative packaging.

How to differentiate yourself and design packaging that sells at first glance?

As competition increases, it is more important than ever to create unique product packaging that evokes an immediate emotion in customers and ultimately determines the success of the product. Creating a packaging design that will be reproduced and evolve in the future is a challenge, especially at a time when the strongest industrial design trends are pushing the use of biodegradable, eco-friendly packaging materials. The success of the best packaging designs is based on a simple idea that has a big impact. Inspiration can come from the actual purpose for which the product is intended, or it can come from existing unique packaging that can unleash the imagination.

What packaging design principles can help you create unique, on-trend packaging?

• 1. Use all the space

When designing your product packaging, make the most of the space the packaging provides. Don’t neglect the inner surface of the packaging, and add a pattern that adds to its aesthetic and therefore to the product it is packaging.

• 2. Don’t be afraid of simplicity

Simple design combined with recyclable packaging materials is the key to the success of many products that communicate a clear environmental intent. You don’t have to come up with a complex packaging design to make a product appeal to customers. On the contrary, the simplicity of the packaging provides space for the product itself to stand out. Remember that the purpose for which the product was made should be reflected in the choice of material and graphic design of the packaging.

• 3. Be playful – play with the packaging and the customer

Customers buy the products they need and then the products they want because they like them. If there is an opportunity to wrap the product in playful packaging that attracts and entertains the customer, you will encourage their interest in the product.

• 4. Go beyond and innovate

If you are selling a product that many other manufacturers produce, innovation in the packaging materials used is the way to differentiate yourself. Practicality and environmental friendliness are prevalent trends in today’s packaging industry. A great example of the combination of innovation and creativity is the Bee Bright bee honey brand, which has gone beyond the established rails and wrapped its honey in beeswax packaging that can be turned over and burned like a candle once consumed. Not only does the company sell two products in one, but the packaging leaves no waste.

• 5. Communicate the purpose and direction of the brand through packaging

An ecological mindset and the packaging that goes with it is a great way to gain customer sympathy. Promote the perception of your products and think about the target group you want to reach. Packaging represents not only the product, but also the purpose and direction of the brand.

• 6. Reveal what’s inside the packaging

The product is the primary attraction for making a sale. However, the packaging is an integral part of it. Use packaging in the same way that filmmakers use movie trailers. Reveal to the customer what’s inside the packaging and lure them in the right direction.

See the packaging through the eyes of the customer and see for yourself if the following packaging appeals to you and take inspiration from the best.

• 1. Packaging with a unique and clear message

Mountaineering axle packaging. Design.

The use of packaging to embed the product in the environment it is intended for aptly complements its purpose. Not only the shape, but also the graphics of the climbing frame, designed by Jan Perháč, appropriately and sensitively complement the product itself and become a natural part of it.

Noté headphone packaging. Design by Corinne Pant

Justifying an investment in packaging that almost immediately ends up in the trash and has no further use is extremely challenging. However, the ability to stand out and catch the eye is an invaluable marketing tool. Its power in practice can be seen in the poetic yet functional reinterpretation of Noté’s headphone packaging.

Festina’s waterproof watch packaging. Design.

There’s no better way to effectively present a product than with packaging to demonstrate one of the product’s key features. Festina’s waterproof watch packaging designers simply let the watch float in water.

• 2. Practical and beautiful packaging at the same time

Flour packaging. Design.

Valerie Kropáčová’s dual-purpose flour wrapper can be used as baking paper after the flour is used up. This packaging follows the trend of practicality, which will be appreciated by many target group customers.

Tesco Finest edition meat product packaging. Designed by Fiala & Šebek

When designing product packaging, it is advisable to think about customer awareness, which is crucial especially for food products. Educate the customer as much as possible about the contents of the packaging and try to quell their fears and meet their desires. The packaging of Tesco Finest edition meat products from the Czech studio Fiala & Šebek communicates freshness, luxury and confidence in the quality of the product from the first meeting with the customer.

Peanut packaging. Design by Noémie Cotton

Simple and brilliant at the same time. How to find your way around a packet of peanuts? Which are still unhulled and which are? Just fill a plain paper box and this problem is easily solved.

• 3. Packaging that stands out for its simplicity

Packaging for the Svijany cup and beer. Design.

This minimalist design of a tube packaging is an imaginative gift packaging for a cup and a pint of beer, which turned into a completely different object, totally unique in its simplicity.

Packaging for matches. Design by Jakub Klouzek

The combination of natural material, simple design and clean graphics is a powerful trio that makes the matchbox a full-fledged birthday gift.

Pasta packaging. Design.

Food art is taking on a new dimension thanks to the packaging industry. Combine product and packaging to create an artistic image that instantly wows customers.

• 4. Playful and fun packaging that goes the extra mile

Alcohol packaging. Design.

The packaging, which also serves as a treasure hunt map, is a great combination of gift and adventure. The recipient will not only enjoy the contents of the package, but also the time spent playing with it, thanks to the packaging with a great secondary use.

Tea bag packaging. Design.

Royal Tea has taken its moniker literally and immersed the entire English royal family in a cup of tea. Studio Donkey Products shows an excellent way to entertain customers with playful packaging.

Wool packaging. Design.

Be playful and try to finish the product with packaging. Using details that combine with the packaging to create a whole new image is an excellent way to attract attention to a product that has been packaged the same way for years throughout the industry.